​The importance of relationships: How chickens killed a $28,000 deal

In this alternative scenario the relationship mattered, and it mattered for its own sake. There was no immediate gain for the neighbor. The only thing Larry and his neighbor would gain from working out the chicken problem was a new relationship built on initial collaboration. They had an opportunity to get to know each other.

Build relationships for the sake of the relationships. Some may have immediate benefits. Other relationships may afford some benefits down the road. Still others may never afford a direct benefit to you. It doesn’t matter. The ability to foresee the future is still beyond our capacity.

You never know when or if a relationship can help. What you do know is if you do not build the relationship today, the opportunity to help will never happen.

Ken Cook is the co-founder of How to Who Inc. and co-author of "How To Who: Selling Personified." He founded Peer to Peer Advisors, the largest independent peer advisory board services company in New England and spent 25 years consulting with high-growth and middle-market companies, including five years as one of four consultants that Inc. magazine contracted nationally to work with the Inc. 500 companies. Cook has authored three other books and columns for several business publications.